Service Quality Caffe Bene Bandung
Minna Rissanen1914003Nindya Harum Solicha 19011033Tejo Sandi Saputra 19011134Doni Laksono 19011156
Caffe Bene Bandung
Caffe Bene serves drinks like coffee, tea, and juices, and cakes, waffles and
gelato. In addition, they offer special healthy drinks called misugaru.
Most of the customers at Caffe Bene are young people, in age between 15-30
years old. There are a lot of students from universities and high schools. Some
people are doing school assignments or working together at the coffee shop.
Caffe Bene is Korean but already the brand’s Italian name leads your
imagination to Europe. In Italian “bene” means good. Caffe Bene is a mix of
European and Asian coffee culture and that makes it interesting.
Menu of Caffe Bene BandungBingsu Waffles
Honeybread Gelato
Frappeno
Cocktail
Coffee
Physical Evidence of Caffe Bene BandungExterior
Signage OutsideParking Area
Interior
Packaging
Integrated Marketing Communications
Banner Mascot Social Media
Tissue Bill Uniform
Research Objective
To find a customer satisfaction level of service given by new
caffé—café Bene—in Dago area; this satisfaction will be
measured by analyzing the customer gap which lies between
customer’s expectation and perception and also service
delivery gap.
Research Questions
1. How far is the gao between the Caffe Bene and the
customers in Caffe Bene?
2. How well does the company understand customer perception
of services in Caffe Bene?
3. How is the recovery done by Caffe Bene?
Mystery Shopping
Methodology
Future Customer Expectation Service Quality Survey
Qualitative Methode. We
look at the surrounding,
atmosphere, ambiance,
and service given of the
Caffé Bene without
getting noticed by
officers.
Qualitative Methode. By
doing a brief interview which
is open questions to
consumers who've already
come and buy at Caffe Bene
Dago.
Quantitative Methode. It
contains external factors,
internal factors and service
delivery factors of Caffe
Bene in our respondents
expectation and perception
using likert scale.
Research Findings
Mystery ShoppingWe already had an observation to Caffé Bene on Tuesday, April 1, 2014. The objective of
our observation was to know the service delivery given by Caffé Bene. We went there
at 5pm to 8pm (±3 hours).
Results:
• In parking area, the security offer Minna who drive the motorcycle to save her
helmet
• In open gate, we heard “Anyeonghaseyo” from the employee, from this language we
can notice that Caffe Bene is Korean Caffe not Italian Caffe like its name
• There are some miniature of food and beverages near cashier so it will make it
easy for customer to choose the menu
• The employee is less hard to recommend the hot menu to us when we asked them
• The employee trying to speak in English toward Minna who is Finn although
Minna trying to speak Indonesia to them
Research FindingsMystery Shopping• the ordered food/beverages will be given to us in our table but we didn’t given any
order number so it depends on memory of the employee and honesty of customer
• Fast response from employee to take a more tissue in our table
• They are explain where the location of toilet and musholla kindly and also show
us the password of WiFi in the bill when we asked them
• We heard some Korean song and western song alternately
• There is some fake korean book and several original korean magazine
• the toilet is very clean and available complete equipment there, including
speaker
• In the musholla, there is turn on stavolt, and that is very dangerous for the
customer. there is musholla and provided mukenah here, i think is the plus aspect
for Caffe Bene which is just caffe
Research Findings
Future Customer Expectations
No Name Age Times visit
1 Muhammad 21 22 Eky 21 13 Tatik 21 14 Nandha 19 35 Naomi 20 36 Rizki 21 37 Fuad 21 1
There are 7 respondent that we interview about service quality about future customer expectations in Caffe Bene Dago Bandung
After conducting a brief interview to the 7 costumers of
Caffe Bene, the following is the result:
o 7 of 7 customers, they stated that the service delivery
provided by Caffe Bene Dag has been good.
o 6 of 7 customers hoped that in future the price can be
more affordable by students.
o 2 of 7 consumer expects Caffe Bene Dago can expand
the existing mosque, because the current is very
narrow, coupled with the power source inside that could
endanger the user.
o 7 of 7 consumer expects expanded parking area, to
anticipate the number of vehicle users coming to Caffe
Bene Dago.
o 3 of 7 Caffe Bene expects consumers to create
branches in other Bandung, so it is not just
concentrated in Dago.
o 1 of 7 consumer expects Caffe Bene has two floors.
Research FindingsThus, it can be concluded that in general, the
service delivery provided by Caffe Bene Dago
is fairly good. Considering from the above
opinions are mostly a suggestion for
improvement Caffe Bene Dago. They assume
that the prices offered by the Caffe Bene
Dago is overpriced with the products and
services provided. Musholla, adding floor
and adding branch is not the essential
thing for the customer of Caffe Bene
Dago.
Research FindingsService Quality Survey
35%
65%
Gender
Male Female
100%
Age
16-25 26-35 36-45>45
95%
5%
Income
1-3 millions3-5 millions>5 miliions
From 60 respondents
Research FindingsService Quality Survey
10%
85%
5%
How often do you go to Caffe Bene
in a month?
once 2-3 times
3-5 times >5 times
90%
10%
I will comeback to Caffe Bene again
next time
Yes No
95%
5%
I will recommend Caffe Bene to
others
Yes No
Research FindingsExpectation Perception GAP Comment
External Factors
Strategic Location 4.5 4.4 0.1 safe
Attractive Exterior 4.25 4.15 0.1 safe
Park Easily 4.2 3.8 0.4 safe
Internal Factors
Attractive Interior 4.4 4.35 0.05 safe
Clean, Neat, Appropriate Uniform of servants
4.6 4.45 0.15 safe
Easily to see the menu 4.45 3.7 0.75 critical
Menu is visually attractive 4.55 3.5 1.05 critical
Tables and chairs are comfortable and clean
4.6 4.3 0.3 safe
Clean toilette 4.6 4.15 0.45 safePrices are expensive 3.65 4.45 0.8 critical
Prices are not reasonable (overpricing)
3.5 4.15 0.65 critical
Research Findings
Service Delivery Factors
Order comes on time 4.35 4 0.35 safe
High respond from servants if they are called by customers
4.55 3.65 0.9 critical
Greet to customers when they are coming in and going out
4.45 3.6 0.85 critical
Fast respond if there is any service mistaken
4.7 3.65 1.05 critical
Bill is match with what is ordered 4.9 4.75 0.15 safe
Bonus given whenever mistakes occur
4.35 3 1.35 critical
waiter can answers the question completely
4.6 3.7 0.9 critical
waiter understand well about the menu
4.7 4.15 0.55 critical
Research Findings
Service Delivery Factors
waiter can recommend the hot menu while they are asked
4.75 4.1 0.65 critical
waiter provide information about serving method of some menu
3.85 3.2 0.65 critical
*safe (<0.5)
*critical (>0.5)
Research FindingsBased on our findings after spread the questionnaires, we know that:
External Factors
•there is no critical gap in external factors in Caffe Bene
Internal Factors
•menu is in critical gap because of difficulties to see menu and visually less
attractive
•price is in critical gap because of expensive for just dessert and drink and
overpricing
Service Delivery Factors
There are some critical gap in service delivery factors when
• the employee greet the customer
• the employee’s response if there is a service failure
• existing of service recovery after service failure
• the employee’s response and recommendation about the menu
Conclusion
From our research, we can conclude that Caffe Bene, as the new cafe in Dago area
already has a good service delivery quality in external factors (location, parking
area and exterior) but in several aspect of internal factors like menu and price
still have to improve because there is no proper information in board menu in
cashier and overpricing for the food and beverages with the quantity itself. Then,
for service delivery factor in Caffe Bene, there is a communication gap between
the employee and customer. So, Caffe Bene’s customer gap is not really good
especially in service delivery factors but it is not bad though.
Recommendation
As we look at the general environment in Caffe Bene, we do not have any
recommendation to make big changes of their service because they already make it right.
In the other hand, some things aspect is needed to improve such as:
• Makes the attractive menu to attrack customer
• Reasonable price for food and beverages
• Employee’s training about communication and product: to improve employee’s
product knowledge and respond toward customer
• Service recovery: such as bonus gelato or cheap drink
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